ACTV, INC.

                             EMPLOYMENT AGREEMENT
                             --------------------


            EMPLOYMENT AGREEMENT made as of this 1st day of August, 1995, and
amended December 24, 1997, by and between ACTV, INC., a Delaware corporation,
having an office at 1270 Avenue of the Americas, New York, New York 10020
(hereinafter referred to as "Employer") and BRUCE CROWLEY, an individual
residing at 257 West 17th Street, New York, New York 10011 (hereinafter referred
to as "Employee");


                             W I T N E S S E T H:


            WHEREAS, Employer employs, and desires to continue to employ,
Employee as its Executive Vice President and President of ACTV Net, Inc.; and

            WHEREAS, Employee is willing to continue to be employed as the
Executive Vice President of Employer and President of ACTV Net, Inc. in the
manner provided for herein, and to perform the duties of the Executive Vice
President of Employer and President of ACTV Net, Inc. upon the terms and
conditions herein set forth;

            NOW, THEREFORE, in consideration of the promises and mutual
covenants herein set forth it is agreed as follows:

            1.    Employment of Executive Vice President of ACTV, Inc. and
President of ACTV Net, Inc. Employer hereby employs Employee as Executive Vice
President of ACTV Inc. and as President of ACTV Net, Inc.

            2.    Term. Subject to Section 9 below, the term of this Agreement
shall commence on August 1, 1995 and end on December 31, 2000. Each 12 month
period from January 1 through December 31 during the term hereof shall be
referred to as an "Annual Period." During the term hereof, Employee shall devote
substantially all of his business time and efforts to Employer and its
subsidiaries and affiliates.

            3.    Duties. The Employee shall perform any and all duties and
shall have any and all powers as may be prescribed by the Chairman of ACTV, Inc.
and Chairman of ACTV Net, Inc. and shall be available to confer and consult with
and advise the officers and directors of Employer at such times that may be
required by Employer. Employee shall report directly and solely to the Chairman
or his designee.

<PAGE>


            4.    Compensation.

                  a.    (i) Employee shall be paid a minimum of $245,000 for
each Annual Period, commencing January 1, 1998; provided, however, that
Employee's salary shall be increased annually at the beginning of each Annual
Period commencing January 1, 1999 by an amount equal to no less than the amount
of his annual salary for the immediately preceding Annual Period times the
percentage increase in the CPIW (New York) then in effect as compared to the
previous period for which the CPIW (New York) is available. Employee shall be
paid periodically in accordance with the policies of the Employer during the
term of this Agreement, but not less than monthly.

                        (ii) Employee is eligible for quarterly bonuses, if any,
which will be determined and paid in accordance with policies set from time to
time by the Board.

                  b.    (i) In the event of a "Change of Control" whereby

                        (A)   A person (other than a person who is an officer or
a Director of Employer on the effective date hereof), including a "group" as
defined in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or
obtains the right to become, the beneficial owner of Employer securities having
30% or more of the combined voting power of then outstanding securities of the
Employer that may be cast for the election of directors of the Employer;

                        (B)   At any time, a majority of the Board-nominated
slate of candidates for the Board is not elected;

                        (C)   Employer consummates a merger in which it is not
the surviving entity;

                        (D)   Substantially all Employer's assets are sold; or

                        (E)   Employer's stockholders approve the dissolution or
liquidation of Employer; then

                        (ii)  (A) All stock options, warrants and stock
appreciation rights ("Rights") granted by Employer to Employee under any plan or
otherwise prior to the effective date of the Change of Control, shall become
vested, accelerate and become immediately exercisable; at an exercise price of
10(cent) per stock appreciation right if applicable; and in addition the
employee, at his option, shall receive a special compensation


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payment for the exercise cost of all vested options upon exercising those
options any time within twelve months after the effective date of the change of
control, adjusted for any stock splits and capital reorganizations having a
similar effect, subsequent to the effective date hereof. In the event Employee
owns or is entitled to receive any unregistered securities of Employer, then
Employer shall use its best efforts to effect the registration of all such
securities as soon as practicable, but no later than 120 days after the
effective date of the registration statement; provided, however, that such
period may be extended or delayed by Employer for one period of up to 60 days
if, upon the advice of counsel at the time such registration is required to be
filed, or at the time Employer is required to exercise its best efforts to cause
such registration statement to become effective, such delay is advisable and in
the best interests of Employer because of the existence of non-public material
information, or to allow Employer to complete any pending audit of its financial
statements;

                        (B)   Any outstanding principle and interest on loans to
Employee pursuant to Section 4.g.(ii), below, shall be recalculated and
reconstituted as if the rights were exercised under 4 (b)(ii).

                        (C)   If upon said Change of Control, (i) a new Chief
Executive Officer of Employer is appointed and (ii) Employee is not retained in
his immediately prior position or a substantially similar position with Employer
or the surviving entity, as applicable, then in addition, Employee shall be
eligible to receive a one-time bonus, equal on an after-tax basis to two times
his then current annual base salary. To effectuate this provision, the bonus
shall be "grossed-up" to include the amount necessary to reimburse Employee for
his federal, state and local income tax liability on the bonus and on the
"gross-up" at the respective effective marginal tax rates. In no event shall
this bonus exceed 2.7 times Employee's then current base salary. Said bonus
shall be paid within thirty (30) days of the Change of Control.

                  c.    Employer shall include Employee in its health insurance
program available to Employer's executive officers.

                  d.    After January 1, 1999, Employer shall maintain a life,
accidental death and dismemberment insurance policy on Employee for the benefit
of a beneficiary named by Employee in an amount not less than $750,000.
Ownership of the policy shall be assigned to Employee upon termination of
Employee's employment under this Agreement.


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                  e.    Employee shall also be entitled to participate pari
passu in any other program established by Employer pursuant to which any
executive officers receive a share of the profits of Employer.

                  f.    Employee shall have the right to participate in any
other employee benefit plans established by Employer.

                  g.    Unless a pre-existing plan of Employer expressly forbids
it, all Rights which may become exercisable during the term hereof shall be paid
for in cash only if Employee so elects, otherwise they may be paid for.

                  (i)   by the transfer by Employee to Employer of so much of
Employee's Rights which, when valued at the highest trading price of the
underlying securities of Employer during the previous six months, will offset
the price of the Rights then being exercised;

                  (ii)  by means of a non-recourse Note with interest at the
lowest rate, it any, required to be charged by any governmental authority, to
accrue and become due and payable with the principle, in an amount no greater
than the exercise price, given by Employee to Employer and secured solely by the
shares of stock being paid for thereby, which Note shall become due and payable
at the earlier of the expiration hereof or, on a pro rata basis, the sale by
Employee of all or part of the Rights or underlying stock which constitute
security for the Note; or

                  (iii) by any combination of cash and (ii) or (iii), above.

            5.    Expenses. Employee shall be reimbursed for all of his actual
out-of-pocket expenses incurred in the performance of his duties hereunder,
provided such expenses are acceptable to Employer, which approval shall not be
unreasonably withheld, for business related travel and entertainment expenses,
and that Employee shall submit to Employer reasonably detailed receipts with
respect thereto.

            6.    Vacation. Employee shall be entitled to receive four (4) weeks
paid vacation time after each year of employment upon dates agreed upon by
Employer. Upon separation of employment, for any reason, vacation time accrued
and not used shall be paid at the salary rate of Employee in effect at the time
of employment separation.

            7.    Secrecy. At no time shall Employee disclose to anyone any
confidential or secret information (not already


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constituting information available to the public) concerning (a) internal
affairs or proprietary business operations of Employer or (b) any trade secrets,
new product developments, patents, programs or programming, especially unique
processes or methods.

            8.    Covenant Not to Compete. Subject to, and limited by, Section
10(b), Employee will not, at any time, anywhere in the world, during the term of
this Agreement, and for one (1) year thereafter, either directly or indirectly,
engage in, with or for any enterprise, institution, whether or not for profit,
business, or company, competitive with the business (as identified herein) of
Employer as such business may be conducted on the date thereof, as a creditor,
guarantor, or financial backer, stockholder, director, officer, consultant,
advisor, employee, member, inventor, producer, director, or otherwise of or
through any corporation, partnership, association, sole proprietorship or other
entity; provided, that an investment by Employee, his spouse or his children is
permitted if such investment is not more than four percent (4%) of the total
debt or equity capital of any such competitive enterprise or business and
further provided that said competitive enterprise or business is a publicly held
entity whose stock is listed and traded on a national stock exchange or through
the NASDAQ Stock Market. As used in this Agreement, the business of Employer
shall be deemed to include the development and implementation of individualized
television technology or programs.

            9.    Termination.

                  a.    Termination by Employer

                        (i)   Employer may terminate this Agreement upon written
notice for Cause. For purposes hereof, "Cause" shall mean (A) engaging by the
Employee in conduct that constitutes activity in competition with Employer; (B)
the conviction of Employee for the commission of a felony; and/or (C) the
habitual abuse of alcohol or controlled substances. Notwithstanding anything to
the contrary in this Section 9(a)(i), Employer may not terminate Employee's
employment under this Agreement for Cause unless Employee shall have first
received notice from the Board advising Employee of the specific acts or
omissions alleged to constitute Cause, and such acts or omissions continue after
Employee shall have had a reasonable opportunity (at least 10 days from the date
Employee receives the notice from the Board) to correct the acts or omissions so
complained of.

                        (ii)  Employer may terminate Employee's employment under
this Agreement if, as a result of any physical or mental disability, Employee
shall fail or be unable to perform


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<PAGE>


his duties under this Agreement for any consecutive period of 90 days during any
twelve-month period. If Employee's employment is terminated under this Section
9(a)(ii): (A) for the first six months after termination, Employee shall be paid
100% of his full compensation under Section 4(a) of this Agreement at the rate
in effect on the date of termination, and in each successive 12 month period
thereafter Employee shall be paid an amount equal to 67% of his compensation
under Section 4(a) of this agreement at the rate in effect on the date of
termination; (B) Employer's obligation to pay life insurance premiums on the
policy referred to in Section 4(d) shall continue in effect until five years
after the date of termination; and (C) Employee shall continue to be entitled,
insofar as is permitted under applicable insurance policies or plans, to such
general medical and employee benefit plans (including profit sharing or pension
plans) as Employee had been entitled to on the date of termination. Any amounts
payable by Employer to Employee under this paragraph shall be reduced by the
amount of any disability payments payable by or pursuant to plans provided by
Employer and actually paid to Employee.

                        (iii) This agreement automatically shall terminate upon
the death of Employee, except that Employee's estate shall be entitled to
receive any amount accrued under Section 4(a) and the pro-rata amount payable
under Section 4(e) for the period prior to Employee's death and any other amount
to which Employee was entitled of the time of his death.

                  b.    Termination by Employee

                        (i)   Employee shall have the right to terminate his
employment under this Agreement upon 30 days' notice to Employer given within 90
days following the occurrence of any of the following events (A) through (D) or
within three years following the occurrence of event (E):

                              (A)   Employer acts to change the geographic
location of the performance of Employee's duties from the New York Metropolitan
area. For purposes of this Agreement, the New York Metropolitan area shall be
deemed to be the area within 30 miles of midtown Manhattan.

                              (B)   A Material Reduction (as hereinafter
defined) in Employee's rate of base compensation, or Employee's other benefits.
"Material Reduction" shall mean a ten percent (10%) differential;

                              (C)   A failure by Employer to obtain the
assumption of this Agreement by any successor;


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                              (D)   A material breach of this Agreement by
Employer, which is not cured within thirty (30) days of written notice of such
breach by Employer;

                              (E)   A Change of Control.

                        (ii)  Anything herein to the contrary notwithstanding,
Employee may terminate this Agreement upon thirty (30) days written notice.

                  c.    If Employer shall terminate Employee's employment other
than due to his death or disability or for Cause (as defined in Section 9(a)(i)
of this Agreement), or if Employee shall terminate this Agreement under Section
9(b)(i), Employer's obligations under Section 4 shall be absolute and
unconditional and not subject to any offset or counterclaim and Employee shall
continue to be entitled to receive all amounts provided for by Section 4 and all
additional employee benefits under Section 4 regardless of the amount of
compensation he may earn with respect to any other employment he may obtain.

            10.   Consequences of Breach by Employer; Employment Termination

                  a.    If this Agreement is terminated pursuant to Section
9(b)(i) hereof, or if Employer shall terminate Employee's employment under this
Agreement in any way that is a breach of this Agreement by Employer, the
following shall apply:

                        (i)   Employee shall receive as a bonus, and in addition
to his salary continuation pursuant to Section 9.c., above, a cash payment equal
to the Employee's total base salary as of the date of termination hereunder for
the remainder of the term plus an additional amount to pay all federal, state
and local income taxes thereon on a grossed-up basis as heretofore provided,
payable within 30 days of the date of such termination; except that if this
Agreement is terminated pursuant to Section 9.(b)(i)(E), then Employee shall not
be entitled to receive a bonus under this Section 10.a.(i) but shall instead
receive a lump-sum payout of Employee's total base salary for the remainder of
the term plus an additional amount to pay all federal, state and local income
taxes thereon on a grossed-up basis as heretofore provided, payable within 30
days of the date of such termination.

                        (ii)  Employee shall be entitled to payment of any
previously declared bonus and additional compensation as provided in Section
4(a), (b) and (e) above.


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<PAGE>


                  b.    In the event of termination of Employee's employment
pursuant to Section 9(b)(i) of this Agreement, the provisions of Section 8 shall
not apply to Employee.

            11.   Remedies

                  Employer recognizes that because of Employee's special
talents, stature and opportunities in the interactive television industry, and
because of the special creative nature of and compensation practices of said
industry and the material impact that individual projects can have on an
interactive television company's results of operations, in the event of
termination by Employer hereunder (except under Section 9(a)(i) or (iii), or in
the event of termination by Employee under Section 9(b)(i) before the end of the
agreed term, Company acknowledges and agrees that the provisions of this
Agreement regarding further payments of base salary, bonuses and the
exercisability of Rights constitute fair and reasonable provisions for the
consequences of such termination, do not constitute a penalty, and such payments
and benefits shall not be limited or reduced by amounts' Employee might earn or
be able to earn from any other employment or ventures during the remainder of
the agreed term of this Agreement.

            12.   Excise Tax. In the event that any payment or benefit received
or to be received by Employee in connection with a termination of his employment
with Employer would constitute a "parachute payment" within the meaning of Code
Section 280G or any similar or successor provision to 280G and/or would be
subject to any excise tax imposed by Code Section 4999 or any similar or
successor provision then Employer shall assume all liability for the payment of
any such tax and Employer shall immediately reimburse Employee on a "grossed-up"
basis for any income taxes attributable to Employee by reason of such Employer
payment and reimbursements.

            13.   Arbitration. Any controversies between Employer and Employee
involving the construction or application of any of the terms, provisions or
conditions of this Agreement, save and except for any breaches arising out of
Sections 7 and 8 hereof, shall on the written request of either party served on
the other be submitted to arbitration. Such arbitration shall comply with and be
governed by the rules of the American Arbitration Association. An arbitration
demand must be made within one (1) year of the date on which the party demanding
arbitration first had notice of the existence of the claim to be arbitrated, or
the right to arbitration along with such claim shall be considered to have been
waived. An arbitrator shall be selected according to the procedures of the
American Arbitration Association. The cost


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of arbitration shall be born by the losing party or in such proportions as the
arbitrator shall decide. The arbitrator shall have no authority to add to,
subtract from or otherwise modify the provisions of this Agreement, or to award
punitive damages to either party.

            14.   Attorneys' Fees and Costs. If any action at law or in equity
is necessary to enforce or interpret the terms of this Agreement, the prevailing
party shall be entitled to reasonable attorney's fees, costs and necessary
disbursements in addition to any other relief to which he may be entitled.

            15.   Entire Agreement; Survival. This Agreement contains the entire
agreement between the parties with respect to the transactions contemplated
herein and supersedes, effective as of the date hereof any prior agreement or
understanding between Employer and Employee with respect to Employee's
employment by Employer. The unenforceability of any provision of this Agreement
shall not effect the enforceability of any other provision. This Agreement may
not be amended except by an agreement in writing signed by the Employee and the
Employer, or any waiver, change, discharge or modification as sought. Waiver of
or failure to exercise any rights provided by this Agreement and in any respect
shall not be deemed a waiver of any further or future rights.

                  b.    The provisions of Sections 4, 7, 8, 9(a)(ii), 9(a)(iii),
9(c), 10, 11, 12, 13, 14, 17, 18 and 19 shall survive the termination of this
Agreement.

            16.   Assignment. This Agreement shall not be assigned to other
parties.

            17.   Governing Law. This Agreement and all the amendments hereof,
and waivers and consents with respect thereto shall be governed by the internal
laws of the state of New York, without regard to the conflicts of laws
principles thereof.

            18.   Notices. All notices, responses, demands or other
communications under this Agreement shall be in writing and shall be deemed to
have been given when

                  a.    delivered by hand;

                  b.    sent be telex or telefax, (with receipt confirmed),
provided that a copy is mailed by registered or certified mail, return receipt
requested; or

                  c.    received by the addressee as sent be express delivery
service (receipt requested) in each case to the


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appropriate addresses, telex numbers and telefax numbers as the party may
designate to itself by notice to the other parties:

                        (i)   if to the Employer:


                              ACTV, Inc. and ACTV Net, Inc.
                              1270 Avenue of the Americas
                              New York, New York, 10020

                              Attention: William C. Samuels

                              Telefax:  (212) 459-9548
                              Telephone:  (212) 262-2570

                              Gersten, Savage, Kaplowitz, Fredericks
                                     & Curtin
                              101 East 52nd Street
                              New York, New York 10022

                              Attention:  Wesley C. Fredericks, Esq.

                              Telefax: (212) 980-5192
                              Telephone: (212) 752-9700

                        (ii)  if to the Employee:

                              Bruce Crowley
                              257 West 17th Street
                              New York, New York  10011

            19.   Severability of Agreement. Should any part of this Agreement
for any reason be declared invalid by a court of competent jurisdiction, such
decision shall not affect the validity of any remaining portion, which remaining
provisions shall remain in full force and effect as if this Agreement had been
executed with the invalid portion thereof eliminated, and it is hereby declared
the intention of the parties that they would have executed the remaining
portions of this Agreement without including any such part, parts or portions
which may, for any reason, be hereafter declared invalid.

            IN WITNESS WHEREOF, the undersigned have executed this agreement as
of the day and year first above written.

                                                  ACTV, INC.

                                                  By:
                                                      WILLIAM C. SAMUELS
                                                      President


                                                      BRUCE CROWLEY


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